If there’s one thing we can always expect from Google, it’s an update to their algorithms. As their AI becomes more advanced, we will always need to refine how we write website content. Take this past August’s content update for example; Google decided that content for humans would be the main priority, rather than creating content for search engines.
Along with the content for humans update, there was the ‘E-A-T’ update last May. While it was a slow roll-out, we determined that content that showed expertise, authority, and trustworthiness was ranking much higher than others. As the AI became smarter, Google has now adjusted this update to include ‘E-E-A-T’. Here is what you should know about the update, along with our tips on how to stay competitive within your industry when it comes to your website content.
The New, Additional “E” in E-E-A-T
Probably one of the biggest things to know about this content update from Google is what the new “E” means in the “E-E-A-T” acronym. This stands for experience. This new word aligns with their core meaning of new content—producing content that is credible, trustworthy, and shows users that you know what you’re talking about. Now, with experience, Google wants you to show users your hands-on knowledge in the industry or topic you are promoting.
In short, Google will be evaluating whether or not your content shows users that you have first-hand experience in the topic you are writing about.
How to Show ‘Experience’ Within Website Content
You may be asking yourself how to show experience in your content. If you are an industry expert, congrats! This will be easy for you by showcasing real-life examples, building a robust author profile on your website, or utilizing personal resources to back up your information. However, if you are not an industry expert, this can be a bit more difficult. We would suggest making sure you take the opportunity to continue to provide backlinks for your users to cite credible sources, or even interview an industry expert and quote them directly. With an interview, you can talk more about this person’s experience and background—showing your ability to conduct the appropriate research needed as a content expert.
Some Helpful Questions to Ask Yourself to Communicate ‘Experience’
- Does my content relay a firsthand experience?
- Have I actually used this product, visited this location, etc.?
- If I don’t have firsthand experience, do I reference someone who does?
Remember—Inclusive Language Matters
Along with this content update, Google’s AI has also become smarter when it comes to regular human vernacular. It’s important to remember when you are creating website content and refining it to meet new update parameters, that you also need to abide by Google’s parameters. In order to show experience in content, the search engine is looking for specifics in inclusive languages. No matter what your format may be, whether it’s written or video. If something is recorded in audio or video, closed captions must be provided. If it’s written content with images, the alt text should be provided when appropriate.
Start Creating Content That Exceeds in Performance and Value
Keeping up with Google’s consistent updates to its algorithm in website content is a daunting task, especially if you are doing it alongside keeping up with your business or brand. At Webspec, our digital marketing team is equipped and ready to help you! As industry experts, we are consistently staying up to date with Google and best practices for SEO as new updates roll out every month.
Begin your journey to content that showcases E-E-A-T, contact us today!